CHAPTER 4: Managing Marketing Information to Gain Customer Insights
I.
Marketing Research
a. Research Approaches
- Observational Research
- Ethnographic Research
- Experimental Research
- Survey Research
1. Sample
CHAPTER 7: Customer-Driven Marketing Strategy: Creating Value for Target Customers
I.
II.
III.
Market Segmentation
a. Segmenting Consumer Markets
i. Geographic Segmentation
ii. Demographic Segmentation
iii. Psychographic Segmentation
iv. Behavioral Segmentation
Market Targetting
a. Target Market
Differentiation and Positioning
a. Competitive Advantage
CHAPTER 8: Product, Services, and Brands: Building Customer Value
I.
II.
III.
IV.
V.
Product
Levels of Product and Services
a. Core Benefits
b. Actual Product
c. Augmented Product
Product and Services Classifications
a. Consumer Products
i. Convenience products
ii. Shopping products
iii. Specialty products
iv. Unsought products
b. Industrial Products
i. Capital Items
ii. Materials and Parts
iii. Supplies and Services
Individual Product and Service Decisions
a. Product Attributes
b. Branding
c. Packaging
d. Labeling
e. Product Support Services
Product Line Decisions
a. Product Line
b. Product Line Length
c. Product Line Filling
VI.
Branding Strategy: Building Strong Brands
a. Brand Development
i. New Brands
ii. Multi-Brands
iii. Brand Extension
iv. Line Extension
CHAPTER 9: New Product Development Strategies and Product Life Cycle Strategies
I.
II.
Obtaining New Products
a. Acquisition
b. New Product Development
i. Concept Development and Testing
1. Product Idea
2. Product Concept
3. Product Image
4. Concept Testing
a. Types of Test Markets:
i. Standard
ii. Controlled
iii. Simulated
Product Life Cycle Strategies
a. Product development
b. Introduction
c. Growth
d. Maturity
e. Decline
CHAPTER 10: Pricing: Understanding and Capturing Customer Value
I.
What is Price?
a. Cost-Based Pricing
i. Definition
1. Setting prices based on the costs for producing, distributing, and selling the product
plus a fair rate of return for effort and risk
2. Adds a standard markup to the cost of the product
a. Types of Costs
i. Fixed Costs
ii. Variable Costs
iii. Total Costs
ii. Study the formula of
1. Unit Cost
2. Mark Up Price
3. Break Even Volume
CHAPTER 11: Pricing Strategies
I.
Price Adjustment Strategies
a. Discount and Allowance Pricing
b. Segmented Pricing
i. Customer Segment Pricing
ii. Product Form Segment Pricing
II.
iii. Location Pricing
c. Psychological Pricing
d. Promotional Pricing
i. Loss Leaders
ii. Special Event Pricing
iii. Cash Rebates
iv. Low-Interest Financing, Longer Warrantees, Free Maintenance
e. Geographic Pricing
i. FOB-Origin Pricing
ii. Uniformed-Delivered Pricing
iii. Zone Pricing
iv. Basing-Point Pricing
v. Freight-Absorption Pricing
f. Dynamic Pricing
g. International Pricing
Public Policy and Marketing
a. Pricing Within Channel Levels
i. Price Fixing
ii. Predatory Pricing
b. Pricing Across Channel Levels
i. Robinson-Patman Act
ii. Retail (or resale) Price Maintenance
iii. Deceptive Pricing
CHAPTER 12: Marketing Channels: Delivering Customer Value
I.
II.
Supply Chains and the Value Delivery Network
a. Supply Chain Partners
i. Upstream Partners
ii. Downstream Partners
Channel Behavior and Organization
a. Vertical Marketing Systems (VMSs)
i. Corporate Marketing Systems
ii. Contractual Marketing Systems
iii. Administered Marketing Systems
CHAPTER 14: Communicating Customer Value: Integrated Marketing Communications Strategy
I.
II.
Integrated Marketing Communications
Steps in Developing Effective Marketing Communication
a. Identify the Target Audience
b. Determine the Communication Objectives
c. Design the Message
i. AIDA Model
d. Choose the Media
e. Select the Message Source
CHAPTER 15-17: Promotion Mix
I.
II.
Promotion Mix
Advertising
a. Major Advertising Decisions
III.
i. Setting Advertising Objectives
1. Informative Advertising
2. Persuasive Advertising
3. Reminder Advertising
ii. Developing Advertising Strategy
1. Creating advertising messages
2. Selecting advertising media
 Deciding on reach-frequency-impact
o Reach
o Frequency
o Impact
 Selecting media vehicles
3. Evaluating the Effectiveness and Return on Advertising
Sales Promotion
a. Consumer Promotions
i. Samples
ii. Coupons
iii. Cash refunds
iv. Price packs
v. Premiums
vi. Advertising specialties
vii. Point-of-purchase promotions
viii. Contests, sweepstakes, and games
IV.
V.
VI.
Public Relations
Personal Selling
Direct Marketing
a. Forms of Direct Marketing
i. Direct-mail
ii. Catalog
iii. Telephone marketing
iv. Direct-response television (DRTV)
v. Kiosk Marketing
vi. Online Marketing